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    Nokia Survey of Consumers

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    Isla Deshabitada
    The document discusses Nokia's global consumer segmentation survey. It identifies several consumer segments for Nokia phones based on their level of involvement - either higher involvement segments like technology leaders or lower involvement segments like mature acceptors. It also outlines different types of consumers - live consumers focused on design, connect consumers who want ease of use, achieve consumers looking for business tools, and explore consumers wanting cutting-edge technology. The document then reviews Nokia's history and approach in India, focusing on localization, affordability, and targeting all consumer groups.

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    Nokia Survey of Consumers

    Uploaded by

    Isla Deshabitada
    39 views12 pages
    The document discusses Nokia's global consumer segmentation survey. It identifies several consumer segments for Nokia phones based on their level of involvement - either higher involvement segments like technology leaders or lower involvement segments like mature acceptors. It also outlines different types of consumers - live consumers focused on design, connect consumers who want ease of use, achieve consumers looking for business tools, and explore consumers wanting cutting-edge technology. The document then reviews Nokia's history and approach in India, focusing on localization, affordability, and targeting all consumer groups.

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    The document discusses Nokia's global consumer segmentation survey. It identifies several consumer segments for Nokia phones based on their level of involvement - either higher involvement segments like technology leaders or lower involvement segments like mature acceptors. It also outlines different types of consumers - live consumers focused on design, connect consumers who want ease of use, achieve consumers looking for business tools, and explore consumers wanting cutting-edge technology. The document then reviews Nokia's history and approach in India, focusing on localization, affordability, and targeting all consumer groups.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    39 views12 pages

    Nokia Survey of Consumers

    Uploaded by

    Isla Deshabitada
    The document discusses Nokia's global consumer segmentation survey. It identifies several consumer segments for Nokia phones based on their level of involvement - either higher involvement segments like technology leaders or lower involvement segments like mature acceptors. It also outlines different types of consumers - live consumers focused on design, connect consumers who want ease of use, achieve consumers looking for business tools, and explore consumers wanting cutting-edge technology. The document then reviews Nokia's history and approach in India, focusing on localization, affordability, and targeting all consumer groups.

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    You are on page 1of 12

    Global Consumer

    Segmentation Survey
    of
    NOKIA
    Presented by
    Shrikishan Ratilal Hinglajiya
    (MBA-2)
    Consumer segment
    Higher Involvement
     Technology Leaders
     Technology Stylists
     Pragmatic Leaders
     Young Explorers
     Life Jugglers
     Life Builders
     Style Leaders
    Rational Aspirational
     Mature Acceptors  Image Seekers
     Family Providers  Style Followers
     Simplicity Seekers

    Lower Involvement
    Types of Consumers
    • Live Consumers This Segment of
    consumer look for
    • Connect
    design and style
    Consumers leadership. they
    • Achieve Consumers follow trends and
    • Explore Consumers fashion and have
    active Life style
    Types of Consumers
    This set of
    • Live Consumers
    Consumers
    • Connect combine ease of
    Consumers use and elegant
    • Achieve Consumers looks at the same
    time like internet
    • Explore Consumers connectivity,
    Voice recording
    etc.
    Types of Consumers
    • Live Consumers Smart Business
    people who look
    • Connect Consumers
    for the smartest
    • Achieve Consumers tools for
    • Explore Consumers balancing their
    work and life like
    internet, calendar
    and other value
    added service.
    Types of Consumers
    • Live Consumers These set of
    • Connect consumers want
    Consumers cutting edge
    technology for
    • Achieve Consumers
    their stylish
    • Explore Consumers lifestyles.
    e.g. all N Series
    mobile
    How Nokia change in INDIA

     1995 – Makes the 1st mobile call on Nokia


     1998 – Launches the first Mobile ringtone
     2000 – Offers the first phone with Hindi Manu (3210)
     2002 – Rolls out the 1st camera phone (7650)
     2003 – Launches the 1st “made for India” phone(1100)
     2004 – Offer Hindi SMS facility & Wi – fi phone
     2006 – Commissions the plant in chennai
     2007 – Launches the 1st vernacular NEWS portal
    The Marketing Mantras
     Being global through Local
     Build product & service
     Provide better customer service

    Accessibility & Affordability


     Complex Segmentation Process

     End to end targeting of every consumer spectrum

     Product portfolio
    Creating Aspiration
     Bottom to top End of Pyramid Marketing
     Competitive Analysis

    Reaching out Far & Wide


     700 Priority leaders
     11000 Authorized Leaders
     Nokia has slowly converted the mobile into FMCG
    Being Glocal
     N – Series
     Nokia 1100 ( made for India )
     Colour for all Mobile
     My first Nokia

    What’s next ?
     GSM , Improved GPRS Services
     CDMA Services
    From India to Bharat …
     Capturing Rural Market ( 6 % - ? )

     Single handset with many address books


    for Rural Market

     Entering into partnership, building new


    eco-system with other players like agri-
    input providers
    THANK
    YOU
    “ Connecting People ”

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